We visited Dexco’s new showroom in São Paulo, Brazil, to discover the impressive space and 2025 product launches from major brands.
Conjunto Nacional is a major architectural landmark in São Paulo, Brazil. Built in 1952 as a homage to Brazilian modernist architecture, it is a multipurpose building housing offices, residential apartments for five thousand people, a commercial center, a cinema, a gym, cafes, restaurants, a supermarket, and even a jazz bar. CASACOR, Brazil’s main interior design fair, takes place there every year. And since this March, a major attraction has joined: Casa Dexco, Dexco’s new—and impressive—showroom.
With an area of approximately 4,000 m² divided into two floors, Casa Dexco combines the best of contemporary design with floors, panels, ceramics, metals, and coverings—and all the 2025 launches from major brands Deca, Portinari, Ceusa, Duratex, Durafloor, and Castelatto. All these labels belong to Dexco, the largest brand for construction, renovation, and decoration materials in Brazil, as well as an exporter to 53 countries on all five continents. Dexco has 23 industrial and forestry units in Brazil and Colombia, with 15 of the 17 factories located in Brazil.
Images: Casa Dexco showroom in São Paulo, Brazil. Photo: Rafael Renzo
In the Showroom
The new space features product displays, areas designed by renowned architects and interior designers featuring Dexco’s brands, and plenty of creative environments. The brands will change over time, with new professionals being frequently invited to collaborate with Casa Dexco.
On the first floor, there is an auditorium for training and the Viver Ambientes Exhibition, a space designed by Brazilian architect Sig Bergamin. Here, a small art gallery displayed two paintings by Candido Portinari (1903-1962), one of Brazil’s most important artists, on the day of our visit.
On the second floor, the public is more broadly introduced to the Dexco portfolio, both through displays and through the aforementioned spaces designed by guest architects and interior designers. Furthermore, there is a café for socializing and networking, a big coworking space for architects, interior designers, and other professionals in the field, a space for children, and multifunctional and flexible spaces for special marketing actions and private events.
Casa Dexco aims to present global and local trends to the public in authentic and welcoming settings, fostering a sense of homeliness and enabling visitors to observe, touch, and test each product. The space will also work as a venue for interior design exhibitions with guest architects, promote guided visits for architects and students, and be an important site for interactions between the house’s brands and its partners, among which are firms such as Electrolux, Samsung, Hunter Douglas, Kitchens, SCA, Todeschini, Trussardi, The Led, Sherwin-Williams, American Flex, and Natura.
Product Highlights
One of the highlights of the new space is the Petra collection, launched by Portinari in 2025. These innovative large sheets of sintered stone are versatile, as they can be used in ambiances such as kitchen and bathroom countertops, fireplaces, stairs, tables, facades, and internal flooring and cladding. Available in 11 different colors, the items are non-porous, immune to stains, resistant to high temperatures and UV rays, have an impeccable finish, and are highly durable.
Additionally, the products are manufactured with 100% natural and recyclable raw materials in a process where the water can be fully reused, which reflects Portinari’s commitment to both innovation and sustainability. By the way, Portinari is the first brand in the whole of Latin America to produce sintered stone—in a newly inaugurated factory in the interior of São Paulo state.
Another 2025 highlight is Deca’s new Funstation sink, which combines sophisticated design and cutting-edge technology. With a nano stainless steel finish, the Funstation also has gourmet accessories, such as an ice bucket, snack holder, silicone draining mat, and wooden boards. In addition to being practical for preparing food, they can also hide the sink and increase the countertop area.
The Harmony Between Building and Project
Apart from the bold ambitions behind the showroom itself, being in Conjunto Nacional is in itself a responsibility.
“We have revitalized this space through an architectural project that respects its original structures, maintaining the legacy left by its creator, architect David Libeskind, in the 1950s. Also, Avenue Paulista represents a major cultural and entertainment corridor, attributes that reflect the architecture and design that we want to promote with our store,” explained Marina Crocomo, Dexco’s marketing and design director.
The showroom’s architectural project was designed by Greg Bousquet, founder of the international firm Architects Office—AO. The main features of the store’s space are its fluidity and harmony between its environments, with multifunctional and flexible spaces.
A Branding—and Commercial—Strategy Change
Until 2021, Dexco was called Duratex. The change in the name is part of a bigger branding strategy, which is to go from an industrial company to a firm that is, in their words, “a house of brands” that is close to its customers throughout the whole construction or renovation process.
According to Marina Crocomo, recently there has been a major change in purchasing behavior, especially regarding durable goods, and Dexco has sought to prepare itself to be present in all channels, physical and digital. Such an evolution underscores the significance of the recently established, ambitious showroom.
“Our idea is to be able to welcome a person walking in the showroom with all possible questions about the construction and renovation process and leaving with the necessary peace of mind and a complete solution for their project,” she concluded.
